New Business Book Summary Available for Disruptive Marketing

In Disruptive Marketing, Geoffrey Colon claims that the world marketers face today is one where binary and linear decision making no longer works. This is because consumers now control brands, not the other way around. The new power of consumers is a byproduct of the digital revolution: Consumers have more agency thanks to the web and advances in mobile technology. To combat this, marketers must think creatively about problem solving and become disruptive instead of relying on traditional, non-human-centric methods.

New Summary Available for The Brain Sell

In the last 50 years, neuroscience has made tremendous strides in understanding the brain, even developing techniques to measure people’s thoughts and emotions in real time. For advertisers and marketers, brain research is enormously beneficial for improving market research findings and designing more enticing retail experiences. In The Brain Sell, Dr. David Lewis draws from his own experiences as a neuroscience researcher to relate how neuroscience, behavioral economics, and consumer psychology have led to the development of increasingly more effective methods of advertising and retailing. Dr. Lewis also explores the fields of data collection and analysis, and discusses concerns consumers have about how their personal data is being collected and studied.